Creating a Relevant Traffic Strategy for Your Real Estate Website
When it comes to creating a digital real estate marketing strategy, your own personal website is the most important marketing tool you have.
That’s because your website is the primary place that you can completely control all of the messaging around how you want you, your brand, and your business represented; and it’s also the place you have the most insight into how people are using your website, so that you can make decisions around your overall digital strategy, much better than you’re able to with less trackable marketing, like postcards and bus shelter ads.
So, it makes sense that as one of your marketing goals, you’d want to get as many people as you can to your website.
However, a lot of agents define the success of their website by the amount of traffic it gets – and that seems like it would make sense. After all, the more traffic you get to their website, the more leads you’ll get, right? Ultimately, it isn’t that straightforward. When it comes to getting traffic to your website, quality is always more important than quantity.
And that’s where creating a relevant traffic strategy comes in.
A relevant traffic strategy is where you create a plan to bring in the right type of traffic, at the right time, for the right reasons – and it’s a much better way to create a traffic plan that brings in more qualified leads.
Why? Because the more visitors your website has that are aligned with your goals, interested in what you’re offering, and relevant to who your website is planned for, the more likely they’ll convert into quality leads when they visit.
For example, would you rather have 1,000 page views per day from people that will never work with you (or aren’t even interested in real estate)? Or would you rather have 10 page views per day from people who are highly interested in your services and are somewhere in the stages of making a real estate transaction?
10 page views per day doesn’t sound like a lot, but if they are from highly engaged, interested people who are likely to convert, that smaller amount of traffic is actually a lot more valuable than the 1,000 page views per day in the example above.
★ Want to learn more about building website traffic? Have a look at these posts:
- How Being Authoritative Can Bring You More Quality Website Traffic
- Building a Marketing Discoverability Strategy
- Building a Well-Rounded Search Strategy Using Both Organic and Paid Sources
Defining relevant traffic is deeply dependent on defining your target audience (which should be the very first step you take before you do any marketing at all, no matter what it is). After all, you can’t attract the right types of people if you don’t define who the right types of people are. And to create an effective marketing strategy, your target audience should never be ‘anyone and everyone’ – you should work towards establishing a niche. The more specific your target audience is, the more specific your marketing efforts to appeal to them, the better leads you’ll get.
A lot of agents don’t define their target audience, and then end up having an untargeted marketing strategy that isn’t speaking to, resonating with, or solving the pain points of anyone in particular, and then they wonder why they don’t get the right types of leads – or any leads at all for that matter.
Once you understand who your target audience is, you can work towards creating a marketing strategy that appeals specifically to them – and if you’re focusing on building an inbound marketing strategy, that’s going to mean creating a solid discovery strategy, focused on inbound proven techniques (like strategically optimized content that’s found in search) that ensures they find you and that you solve a problem for them by speaking to their specific pain points.
That means you need to create all of the aspects of your marketing efforts, including messaging, visuals, call-to-actions, and more, around your audience, not you. For agents, it’s really easy to fall into the trap of continually talking about your achievements and accomplishments, rather than talking to what your target audience’s needs are – but to build a relevant traffic strategy that attracts the right people, you have to out your audience’s wants and needs above your own.
How do you know if you’re getting relevant traffic to your website? A big part of that is understanding how engaged your traffic is once they visit your website – essentially, the more engaged your website traffic is, the better job you’ve done building a marketing strategy and website that appeals to them. If you want to learn more about that, have a look at this post called: Measuring the Success of Your Digital Strategy Through Engagement.
★ Want to learn more about inbound marketing? Have a look at these posts:
- The Philosophy of Inbound Marketing, and Why it Works for Agents
- Building an Inbound Marketing Strategy to Get Higher Quality Leads
- The Basics of Building an Organic, Inbound Real Estate Marketing Strategy
By having a solid digital marketing strategy in place, you can build a plan that brings traffic to your website, but by further refining that, and working towards building a relevant traffic strategy, you can ensure that the right people visit your website, and increase your chance of turning them from contacts, to leads, and eventually, to deals.
Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.
